We challenged the Balcom team to develop a national brand from the start, and I believe they have done just that. I’m looking forward to Balcom taking us to new cities and new locations across the country.
The fitness field is incredibly crowded, and the team knew we had to establish a strong, differentiated brand position to stand out. We conducted extensive competitive research and discovered that ZYN22 could stake its claim around offering more than spin classes, or weight loss or cardiovascular fitness.
ZYN22’s indoor cycling workout is about so much more than getting in shape – it’s about changing your life. That was our inspiration for the name – ZYN22, where 22 represents a circle and the wholeness of body, mind and spirit. So when it was time to develop advertising materials to launch the brand, Balcom chose an unconventional approach that didn’t feature any fitness equipment. Instead, the team used athletes in the air to convey the idea of taking your workout experience to a whole new level. We also included a graphic frame that provided a color pop to complement the models’ workout apparel as well as reflect the multi-dimensional element that is so key to brand’s spirit. We paired these striking visuals with inspirational copy that embodies the idea of “sweat therapy.”
Balcom planned a digital media campaign that used rich consumer insights to target people via search advertising, Facebook and digital display. We also ran Yahoo native advertising (editorial content sponsored by ZYN22) that drove people to the brand’s blog.
In addition to award-winning creative that captured the spirit of this fledgling brand, Balcom’s work for ZYN22 helped the organization raise awareness and create strong demand through events and promotions. The Fort Worth studio achieved positive cash flow in just five weeks, paving the way for studio openings in Dallas and Southlake.
2015 Fort Worth American Advertising Awards
- Two Gold ADDYs for sales promotion – counter top or attached
- One Gold ADDY for sales promotion – branded environment
- One Silver ADDY for elements of advertising – photography campaign
- One Bronze ADDY for integrated campaigns – consumer local
- One Bronze ADDY for elements of advertising – photography color